Navigation Links
Anti-smoking ads with strong arguments, not flashy editing, trigger part of brain involving behavior change
Date:4/23/2013

PHILADELPHIA Researchers from the Perelman School of Medicine at the University of Pennsylvania have shown that an area of the brain that initiates behavioral changes had greater activation in smokers who watched anti-smoking ads with strong arguments versus those with weaker ones, and irrespective of flashy elements, like bright and rapidly changing scenes, loud sounds and unexpected scenario twists. Those smokers also had significantly less nicotine metabolites in their urine when tested a month after viewing those ads, the team reports in a new study published online April 23 in the Journal of Neuroscience.

This is the first time research has shown an association between cognition and brain activity in response to content and format in televised ads and behavior.

In a study of 71 non-treatment-seeking smokers recruited from the Philadelphia area, the team, led by Daniel D. Langleben, M.D., a psychiatrist in the Center for Studies of Addiction at Penn Medicine, identified key brain regions engaged in the processing of persuasive communications using fMRI, or functional magnetic resonance imaging. They found that a part of the brain involved in future behavioral changesknown as the dorsomedial prefrontal cortex (dMPFC)had greater activation when smokers watched an anti-smoking ad with a strong argument versus a weak one.

One month after subjects watched the ads, the researchers sampled smokers' urine cotinine levels (metabolite of nicotine) and found that those who watched the strong ads had significantly less cotinine in their urine compared to their baseline versus those who watched weaker ads.

Even ads riddled with attention-grabbing tactics, the research suggests, are not effective at reducing tobacco intake unless their arguments are strong. However, ads with flashy editing and strong arguments, for example, produced better recognition.

"We investigated the two major dimensions of any piece of media, content and format, which are both important here," said Dr. Langleben, who is also an associate professor in the department of Psychiatry. "If you give someone an unconvincing ad, it doesn't matter what format you do on top of that. You can make it sensational. But in terms of effectiveness, content is more important. You're better off adding in more sophisticated editing and other special effects only if it is persuasive."

The paper may enable improved methods of design and evaluation of public health advertising, according to the authors, including first author An-Li Wang, PhD, of the Annenberg Public Policy Center at the University of Pennsylvania. And it could ultimately influence how producers shape the way ads are constructed, and how ad production budgets are allocated, considering special effects are expensive endeavors versus hiring screenwriters.

A 2009 study by Dr. Langleben and colleagues that looked solely at format found people were more likely to remember low-key, anti-smoking messages versus attention-grabbing messages. This was the first research to show that low-key versus attention-grabbing ads stimulated different patterns of activity, particularly in the frontal cortex and temporal cortex. But it did not address content strength or behavioral changes.

This new study is the first longitudinal investigation of the cognitive, behavioral, and neurophysical response to the content and format of televised anti-smoking ads, according to the authors.

"This sets the stage for science-based evaluation and design of persuasive public health advertising," said Dr. Langleben. "An ad is only as strong as its central argument, which matters more than its audiovisual presentation. Future work should consider supplementing focus groups with more technology-heavy assessments, such as brain responses to these ads, in advance of even putting the ad together in its entirety."


'/>"/>

Contact: Steve Graff
stephen.graff@uphs.upenn.edu
215-349-5653
University of Pennsylvania School of Medicine
Source:Eurekalert

Related medicine news :

1. Small neural focus groups predict anti-smoking ad success
2. Anti-Smoking Ads Have Increased Quit Attempts: CDC
3. Anti-Smoking Progress Stalls Among U.S. Adults: Report
4. Genes May Influence Effectiveness of Anti-Smoking Policies
5. Symptomatic behaviour in childhood strongly predicts psychiatric treatment as a young adult
6. Military Marriages Stay Strong in Face of Challenges: Study
7. Does dinner make a strong family, or does a strong family make dinner?
8. Gastroenterology, CGH maintain strong 2011 impact factors
9. Strong communication between brain and muscle requires both having the protein LRP4
10. A stronger doctor-patient relationship for the costliest patients
11. First identification of a strong oral carcinogen in smokeless tobacco
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/25/2016)... ... June 25, 2016 , ... On Friday, June 10, Van Mitchell, Secretary of ... award to iHire in recognition of their exemplary accomplishments in worksite health promotion. , ... Workplace Health & Wellness Symposium at the BWI Marriott in Linthicum Heights. iHire was ...
(Date:6/24/2016)... ... 24, 2016 , ... June 19, 2016 is World Sickle Cell Observance Day. ... the benefits of holistic treatments, Serenity Recovery Center of Marne, Michigan, has ... , Sickle Cell Disease (SCD) is a disorder of the red blood cells, which ...
(Date:6/24/2016)... , ... June 24, 2016 , ... ... offering micro-osteoperforation for accelerated orthodontic treatment. Dr. Cheng has extensive experience with all ... brackets , AcceleDent, and accelerated osteogenic orthodontics. , Micro-osteoperforation is a revolutionary ...
(Date:6/24/2016)... Georgia (PRWEB) , ... June 24, 2016 , ... ... awards today at the Clinical Decision Making in Emergency Medicine conference in Ponte ... have authored journal articles published in Emergency Medicine Practice and Pediatric ...
(Date:6/24/2016)... ... June 24, 2016 , ... National recruitment firm Slone Partners is ... sequencing and genomics experience, as Vice President of North American Capital Sales at ... for leading the sales team in the commercialization of the HTG EdgeSeq system and ...
Breaking Medicine News(10 mins):
(Date:6/26/2016)... Jazz Pharmaceuticals plc (Nasdaq: JAZZ ) announced ... Act of 1976, as amended ("HSR"), with respect to ... CPXX ) expired effective June 24, 2016, ... previously announced on May 31, 2016, Jazz Pharmaceuticals and ... Jazz Pharmaceuticals has commenced a tender offer for all ...
(Date:6/24/2016)...  Collagen Matrix, Inc., ("Collagen Matrix") the driving ... collagen and mineral based medical devices for tissue ... Messer has joined the company as Vice ... growing portfolio of oral surgery, neurosurgery, orthopaedic and ... the Collagen Matrix executive team as an accomplished ...
(Date:6/24/2016)... DUBLIN , June 24, 2016 ... addition of the "Structural Electronics 2015-2025: Applications, ... In-Mold Electronics, Smart ... Integrated Photovoltaics Structural electronics involves ... as load-bearing, protective structures, replacing dumb structures such ...
Breaking Medicine Technology: